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Scotch Industry Resilient in Tough Economic Times
| March 16, 2012 | 10:20 AM EDT

During its 125th anniversary auction, Glenfiddich set a world record for the most expensive bottle of single malt whisky ever sold at auction; the 55-year-old Glenfiddich sold for $94,000.

Sales of single malt scotch are up 12 percent in the U.S. this year, while growing at an even faster rate in parts of Asia.

Glenfiddich is currently the number one single malt worldwide.

“Consumers are looking for that real value. Where is that authenticity? Where is the story behind the brand?” Simon Hunt, president for North America at William Grant & Sons, which owns the Glenfiddich distillery, told CNBC.

“We have the story. We have the history. We’ve been in business for 125 years. We’re still a family company, we’re privately held, and as such it really allows us to deliver what those consumers are looking for," he said.

As spirits continue to soar on Asia demand, Hunt believes that Glenfiddich’s authenticity is the key to driving sales.

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